About Us
Venas is a consulting firm specializing in the beauty industry that delivers data-driven and targeted solutions for brands aiming to be at the forefront of consumers’ minds. Founded in February 2020 by 3 highly driven women who are industry veterans, combining a multitude of skills and a deep understanding of the beauty audience.
Our services are include Brand Direction & Audit, Customer Experience (CX) Optimization, Product Research & Development, and Commissioned Research.
Setting the Scene
The key to healthy skin starts with clean skin. Entering the market in 2021, there is a surge in popularity towards double cleansing trend, where consumers not only clean their faces once from makeup residues and air pollution, but continue to the second cleansing stage with their second cleansing products. Based on Venas survey data in June 2021, around 81% of consumers claim to have adopted double cleansing as their routine.
These consumers want to find cleaners that are more advanced than just cleaning products such as cleansing foams and micellar water.
Plus the more personalized most skincare products are, consumers are starting to look for different types of cleansers to meet their different needs as well.
Our Predictions
Based on our market research insights, we have managed to predict several potential product forms that can be included in the cleansing product trend.
| 1. Other Type of First Cleanser In one category of cleanser there are many types of products. Nature Republic has done the same thing by having various types of first cleansers; cleansing balm, cleansing oil, and cleansing cream. One other type of cleansing product that can be explored is cleansing milk. With various types of cleansing, brands can enter into all the problems that consumers have. | 2. Cleansing Balm in a Tube One of the pain points of cleansing balm is the packaging which is mostly packed in jars, which is not so practical and tends to be unhygienic. That’s why tube packaging can be a great packaging alternative to consider. |
| 3. Cleansing Oil for Different Concerns Cleansing Oil is a product that is quite popular in the last 2 years. Making cleansing oils that have solutions to different problems can be a new unique breakthrough in the cleanser category market. | 4. Beyond Cleansing Cleanser is the first step to moisturize the skin, therefore ordinary cleansers have ingredients that not only cleanse, but also support the moisture of the skin barrier, and even protect from pollution. |
Market Landscape Overview
The popularity of cleansing products continues to persist until 2024. Among them are several cleansing products that match Venas’ predictions.
1. Cleansing Balm Formulated for Acne-Prone Skin
There are cleansing balm products that also contain salicylic acid, tea tree oil, and Centella Asiatica. In addition to cleansing the face, the content of this cleansing balm also shrinks pores, reduces excess oil, reduces redness and inflammation, and reduces factors that trigger acne.
Some well-known brands that have this type of cleansing balm:
- Sea Make Up Acne Butter Cleansing Balm
- Dear Me Beauty Acne Care Melt Away
- Fanbo All in One Deep Cleansing Balm
- Aquila Two Way Natural Cleansing Balm.
2. Cleansing Balm in a Tube
Cleansing balm in a tube answers pain points that are often highlighted by consumers regarding practicality and hygiene. Some products have also infused with other ingredients, suitable for specific skin concern that consumers’ have.
Some well-known brands that have their own cleansing balm in a tube:
- TUCH Cleansing Balm
- Paula’s Choice Omega+ Complex Cleansing Balm
- Nutrishe Melt My Day! Cleansing Balm
- Dr. Barbara Sturm Microbiotic Gentle Cleansing Balm
- The Inkey List Oat Cleansing Balm
- OASEA Squalane Multi-Action Cleansing Balm
3. Cleansing Oil with Ingredients for Specific Problems
- With Moisturizing Benefits (Dry Skin Concern)
Cleansing oil is one type of product chosen by consumers to cleanse deeply after using makeup or activities. To balance skin moisture after cleansing, some brands have cleansing oil products that are infused with moisturizing content, including hyaluronic acid, qualane, olive oil unsaponifiables, and sunflower oil.
Some well-known brands that have this type of cleansing oil:
- Hada Labo Hydrating Cleansing Oil
- Somethinc Alpha Squalaneoxidant Deep Cleansing Oil
- For Acne-Prone, Sensitive Skin
There is also a cleansing oil for acne-prone skin that tends to be sensitive, where the product combines ingredients such as centella asiatica and salicylic acid
Some well-known brands that have this type of cleansing oil:
- SKIN1004 Madagascar Centella Light Cleansing Oil
- Make Over Powerskin Ultra Deep Cleansing Oil
- To Soothe Redness, Sensitive Skin
In addition, there are brands that issue products for consumers who are worried about their sensitive skin. The cleansing oil has soothing and softening properties, such as calendula oil, chamomile oil, soybean oil, and ginseng oil.
Some well-known brands that have this type of cleansing oil:
- SKINOIA Calendula Light Cleansing Oil
- Teratu Beauty Chamomile & Olive Deep Cleansing Oil
- Beauty of Joseon Ginseng Cleansing Oil
Predicting What’s Next in Beauty? We’ve Got It Covered
With lots of cleansing product developed from time to time, it becomes crucial for companies to anticipate and adapt towards consumers updated need and preferences. As your partner in the beauty industry, Venas ready to assist you in understanding this dynamic market and designing strategies that align with Indonesian market landscape. Let’s work together!